The Bel Group names licensing agency for its heritage cheese brand.

The Bel Group has appointed IMG Licensing to represent its The Laughing Cow cheese brand for product extensions. Licensing activity will be led by an IMG team based in Paris, France, which will work in conjunction with IMG’s global team.

A style guide has already been developed around four key values of the brand–design and contemporary, fun and bold, retro and vintage and happy family. The Laughing Cow is looking to extend into product categories such as fashion apparel, decoration items, games, kitchen accessories and publishing.

“We are excited to be partnering with The Laughing Cow, which we believe has all the elements needed to create a strong international licensing program,” says Mickael Andreo, licensing director, IMG. “Our aim is to translate the core values of the brand into a fun, distinctive and broad range of licensed products inspired by its unique appeal.”

“This partnership with IMG will allow us to maximize opportunities and greatly develop our brand’s international potential in licensing,” says Mariana Coronel, marketing development director, The Bel Group.

The Laughing Cow is sold in 137 countries and has more than 263 million consumers around the world. The Bel Group includes such other well-known brands in its portfolio as Mini Babybel, Kiri, Leerdammer and Boursin, as well as 20 local brands.